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Esther Cooke
London-based copywriter @ thejoyst.com | Former number cruncher @ 20th Century Fox, Dow Jones | Future children’s book author

Here’s how in 4 quick steps

Photo by Charles Wundengba from Pexels

Where does an SEO description appear?

SEO descriptions, or meta descriptions, are short pieces of text that describe your web page content. Search engines show these descriptions below the page title in search results.


Don’t hit post without these finishing touches

woman licking icing off a cupcake
woman licking icing off a cupcake
Photo by Moose Photos from Pexels

You wouldn’t bake someone a delicious cake for their birthday and present it undecorated.

The same rule should go for your blog.

If your content is the sponge, your headlines are the frosting, your quotes are the sprinkles and your images are the birthday candles on top!

You need your readers to feel as enticed to consume your blog post as a carb starved person on a juice cleanse standing in front of a bake sale.

But of course it’s not only about looks, your reader needs to find the content satisfying too, or else they’ll stop after only a…


4 ways stress hurts our bodies and 4 ways to make it better

man at the starting line of a race track
man at the starting line of a race track
Photo by Andrea Piacquadio from Pexels

My friend was describing her typical workday recently. She is hyper-focused, alert, gets a shit load done, but she doesn’t feel like she’s in a flow state. She is stressed out, her muscles are tensed, and she can easily skip lunch without noticing.

“That can’t be good for my body, right,” she noted, “like what damage am I doing to it by constantly working these intense 80 hour weeks?”

Sound familiar?

I know the feeling. It’s how I ended up completely burned out at my last corporate job. My daily stressors got too much to handle.

As I suspected, my…


Person in a bunny suit jumping in the air
Person in a bunny suit jumping in the air
Photo by NeONBRAND on Unsplash

“The tragedy of life is not found in failure but complacency. Not in you doing too much, but doing too little. Not in you living above your means, but below your capacity. It’s not failure but aiming too low, that is life’s greatest tragedy.” — Benjamin E Mays

When someone asks you questions about your life, do you find yourself responding with lacklustre enthusiasm?

All right, so-so, fine, okay, not bad, pretty good, can’t complain!

I hate to burst your bubble. But you’re living way below your potential.

Mediocrity is an easy path to find ourselves on because it’s also…


No, it has nothing to do with pumpkin spice

woman standing in the snow in a wool jumper
woman standing in the snow in a wool jumper
Photo by Tandem X Visuals on Unsplash

I moved to London for a perennial lifestyle.

I wanted to get caught up in the big city chaos. I wanted the option to hit the pub on a Monday, a gig on a Wednesday, and an 11 pm restaurant booking any night I pleased.

If New Zealand’s pace of life was a tortoise, London was the hare.

That is until Covid shut the city down.

We were in various states of lockdown for nearly an entire year, with shops and restaurants closing their doors for months at a time.

As the days condensed, I was forced to give up…


woman on her tablet on Google search
woman on her tablet on Google search
Photo by Duncan Meyer on Unsplash

Someone once asked Somerset Maughham if he wrote on a schedule or only when struck by inspiration. “I write only when inspiration strikes,” he replied. “Fortunately it strikes every morning at nine o’clock sharp.” — Steven Pressfield, The War of Art.

If you haven’t read The War of Art, stop reading this right now and go purchase it. (Then please come back!)

This short but powerful book deals with the biggest obstacle every writer / creative will face.

Resistance.

Resistance is a sneaky bastard. Because, like a shapeshifting sorcerer, it can appear in infinite forms. …


With 31 published articles

woman with towel wrapped around head looking up
woman with towel wrapped around head looking up
Photo by Michael Dagonakis on Unsplash

First of all I want to shout-out to all the experienced writers who have shared their honest writing journeys on Medium.

As a new writer those articles really motivate me. I can always find encouraging words on here when I need them.

So thank you all!

Insight 1: The more you write, the more ideas you generate

I struggle with not wanting to publish an article until it’s “perfect”.

At least part of the reason why is I’m being precious with my ideas. I agonise over my articles because I don’t want to butcher my ideas.

But recently I set the goal of publishing consistently, and doing that has proved I…


Not cool guys, not cool

man sitting on car counting cash
man sitting on car counting cash
Photo by Moses Vega on Unsplash

I hate the term side hustle.

It has become my least favourite buzz word, with “low hanging fruit” coming in close second.

The illustrious side hustle has become too competitive and show-offy. It’s all my side gig is bigger than your side gig.

I’ve been drawn into the buzz of it all too, reading a bunch of articles with titles like ‘I made $30,000 last month from my side hustle alone!’ Because who doesn’t dream of an extra 30K in their bank account?

I swear I’m not just jealous of the successful hustlers. My issue isn’t with people starting up…


Bring on the bills!

woman swiping her credit card
woman swiping her credit card
Photo by Blake Wisz on Unsplash

Most people have a dysfunctional relationship with money, me included.

We want it but we feel bad for wanting it, when we get it we attempt to hold onto it for dear life, and sometimes we make purchasing decisions solely based on the pain factor of losing it.

Did you know at Disneyland they specifically added the 20 minute boat/rail ride after you buy your tickets to give you enough time to forget the pain of handing over hundreds of dollars? So that by the time you enter the park you’re ready to have an enjoyable day.

I used to…

Esther Cooke

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